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Required Report - public distribution Date: 2/7/2013 GAIN Report Number:

Philippines Food Service - Hotel Restaurant Institutional 2012 HRI Food Service Sector

Approved By: William G. Verzani Prepared By: Joycelyn G. Claridades Report Highlights: Sales in the Philippine Hotel, Restaurant and Institutional (HRI) food service sector have grown by 99 percent over the past five years to an estimated $4.25 billion in 2012. A booming economy, the proliferation of malls and shopping centers throughout the country, and a growing influx of tourists have all contributed to this strong growth. Based on industry interviews, roughly 25 percent of all consumer-oriented food and beverage (f&b) product imports flow through this sector. As the Philippines remains the largest market in SE Asia and one of the fastest growing markets in the world for U.S. f&b products (with 2012 export sales estimated up 12 percent over the previous year to a record $850 million), U.S. suppliers are well positioned to compete in multiple product categories.

Post: Manila I. Market Summary: Macroeconomic Situation and Trends According to the Philippine National Statistical Coordination Board (NSCB), after growing 7.6 percent in 2010 (the highest in over 20 years), Philippine GDP growth slowed to 3.7 percent in 2011. In 2012, the strong upward trend GDP returned with an impressive 6.6 percent growth. The Philippine economy is dominated by industry, services and agriculture. NSCB data indicates that the industry sector is forecast to expand by 6.5 percent in 2012 from 1.9 percent in 2011; the services sector is forecast to expand by 7.4 percent in 2012 from 5 percent in 2011; and that the agriculture sector is forecast to expand by 2.7 percent from 2.6 percent in 2011. The Philippine Peso strengthened in 2011with an average exchange rate of P43.31/US$, up 4 percent in appreciation from the P45.11 average rate in 2010. In 2012, the Peso strengthened further with an average rate of P42.23/US$. According to the Central Bank of the Philippines, the countrys foreign exchange reserves hit an all-time high of $84.25 billion at the close of 2012, up by about 12 percent from $75.30 billion the previous year.

Agricultural Trade The Philippines is a key market in Southeast Asia and the 9th largest globally for U.S. agricultural exports. In 2012, total U.S. agricultural export sales to the Philippines are expected to increase by 14 percent to a record $2.4 billion (latest available data is through November). The top U.S. exports in 2012 were wheat (estimated at $650 million) and soybean meal (estimated at a record $580 million). All indications are for continued strong growth in U.S. agricultural sales to the Philippines in 2013, currently forecast to reach $2.5 billion. U.S. consumer oriented f&b exports (a subsector of total U.S. agricultural exports) to the Philippines have increased an estimated 12 percent in 2012 to a record $850 million and have doubled since 2009. The Philippines remains the largest U.S. f&b market in SE Asia, and one of the fastest growing in the world. The most recent U.S. Customs data (please see the chart below) indicates that at least 10 of the 16 f&b categories will have achieved record sales in 2012 (latest available data is through November). Top f&b exports were dairy products, red meats, poultry meat, snack foods, processed fruits & vegetables, and fresh fruits.

U.S. Consumer Oriented Food and Beverage Exports to the Philippines

CY 2006-2011 And Year-To-Date Comparisons Value in Thousands of Dollars

Calendar Years (Jan-Dec) January - November 2012* Comparison % Chang 2011 2012 e 699,35 793,88 5 7 13.50 5,418 3,191 -41.10

Consumer Oriented Total Fresh Vegetables Red Meats,FR/CH/F R Poultry Meat Red Meats, Prep/ Pres Eggs & Products Dairy Products Fresh Fruit Breakfast Cereals Pet Foods Other Consumer Oriented Wine and Beer Snack Foods Nursery Products Tree Nuts Processed Fruit & Vegetables Fruit & Vegetable Juices

2006 273,32 1 346

2007 380,51 0 1,301

2008 518,83 7 2,070

2009 423,16 8 1,565

2010 601,05 7 4,364 110,68 7 50,326 23,019 825 181,53 3 31,274 3,658 16,152

2011 761,18 9 5,953 103,11 4 70,037 28,987 1,919 281,02 5 41,894 3,849 20,024

10,742 14,298 8,041 580 95,631 16,159 1,499 8,462

21,528 19,978 10,010 506 151,98 4 18,179 2,719 10,651

64,840 19,841 11,897 1,107 210,22 6 23,154 3,121 13,487

83,442 39,860 16,610 1,619 76,575 32,787 2,223 13,743

95,003 64,403 26,674 2,032 257,91 9 38,757 3,404 18,090

96,662 79,639 29,600 2,137 292,40 3 48,727 3,420 20,490

1.75 23.66 10.97 5.13 13.37 25.73 0.49 13.27

27,056 4,247 35,629 49 2,787 41,571

28,964 4,614 41,306 89 2,910 51,621

41,745 7,772 50,464 19 3,723 54,876

53,283 7,423 47,863 36 2,553 36,867

51,269 8,068 50,494 36 4,447

57,255 8,110 64,745 84 4,538 61,692

52,228 7,656 59,562 84 4,075 57,092

66,750 7,532 65,676 176 5,022 64,784

27.81 -1.63 10.26 110.26 23.23 13.47










Source: US Customs as reported in U.S. Department of Agriculture Global Agricultural Trade System Note: Highlighted Figures Denote Highest Export Levels Since at Least CY 1970 * Latest Available Data as of January 28, 2013

II. Foodservice Sector Overview and Trends Sales in the Philippines HRI sector have grown by 99 percent over the past five years to an estimated $4.25 billion in 2012. A booming economy, the proliferation of malls and shopping centers throughout the country, and a growing influx of tourists have all contributed to this strong growth.

III. Advantages and Challenges for U.S. Exporters

Advantages The Philippines has a large base of experienced importers that cater to the HRI sector.

Challenges Few importers have a nation-wide distribution network. The high cost of inter-island shipping makes imported products more expensive in areas outside Manila. Stiff competition from European and Asian f&b products in the market.

The foodservice sector is familiar with the availability, quality and applications of U.S. f&b products. The popularity of American holidays and culture lead to Americana-themed promotional events by Philippine restaurants and hotels throughout the year. Philippine consumers are open to various international cuisines, providing opportunities for a broad range of U.S. f&b products. The recent depreciation of the U.S. dollar compared to the Philippine Peso makes U.S. f&b products more affordable and price-competitive.

Consumers are price-sensitive.

Prices of U.S. f&b products are still generally higher than regionally imported products.

The rapid urbanization of provincial cities presents opportunities for U.S. f&b products.

Insufficient cold chain infrastructure.

Author Defined: IV. Roadmap for Market Entry U.S. exporters are encouraged to participate in local/regional trade shows and buying missions to meet potential importers and introduce your products. Exclusive distributorship agreements are preferred by Philippine importers. U.S. exporters can work with one or several importers provided the market coverage of each importer is properly identified. Some Philippine importers maintain buying offices in the U.S. and consolidate their shipments on the West Coast. Others consolidate shipments through third-party U.S. consolidators. U.S. exporters are encouraged to maintain close contact with their Philippine importers and support efforts to introducing the products to foodservice customers by participating in technical seminars, product demonstrations, and local trade shows. Regular market visits are also highly valued by Philippine importers and regarded as a show of support. U.S. exporters are advised to require payment of goods via a letter of credit, especially for initial transactions. Credit terms may be extended to the importer after conducting a thorough background and credit investigation, and after payment habits have been established. Importers request for ample credit terms since HRI customers demand 30-60 days credit. Releasing goods from Philippine Customs sometimes poses a challenge, especially for inexperienced importers. General pricing structure: Importers add about 30% to the landed cost (CIF + Duties & Taxes) to arrive at the wholesale price for HRI customers. HRI customers rarely import f&b products directly, except for a few fastfood chains. The importation is done mostly by importers and a few retailers. Importers distribute directly to HRI customers or appoint sub-distributors. A number of importers distribute to the wet market. Wet markets carry lower value cuts of pork and beef, and other products such as: poultry, fruits and vegetables, dried peas, lentils and other ingredients. A select number of importers distribute to retailers. There are some HRI customers that buy from retailers due to situations such as stocks running out before the next delivery, difficulty

obtaining credit and difficulties meeting the minimum order required for products to be delivered. For perishable and temperature-sensitive products, it is important to select an importer that has the capacity to maintain cold-chain storage and transportation. If possible, products should be packed to withstand extreme heat and humidity. Expect higher volume of orders from September to December as importers stock-up for the Christmas season (which is marked by higher consumer spending). Small to medium size exporters should work with the appropriate U.S. State Regional Trade Group (SRTG) to take advantage of the SRTGs resources for marketing and promotional support in major export markets. The four SRTGs are non-profit trade development organizations that help U.S. food producers, processors and exporters sell their products overseas. They are jointly funded by USDA's Foreign Agricultural Service (FAS), the individual state departments of agriculture and private industry. The SRTGs provide export assistance to companies located in their geographic region through a variety of export programs and integrated marketing services. To learn more services available from the SRTGs, find the SRTG for your geographic region in the list below and visit the website. Western U.S. Agricultural Trade Association ( Southern U.S. Trade Association ( Food Export-Midwest (previously named MIATCO) ( Food Export-Northeast (Previously named Food Export USA) (

Philippine HRI Distribution Channel Flow Diagram

Major Food Shows in the Philippines International Food Exhibition Philippines (IFEX) Note: FAS Manila will organize a USA Pavilion at IFEX Philippines in 2013 Manila Food and Beverage Expo (MAFBEX) World Food Expo, Manila (WOFEX) Note: FAS Manila will endorse this show in 2013 Food and Drinks Asia Asia Food Expo (AFEX) Philippine Food Expo (PhilFoodEx)


Dates May 16-19, 2013

June 2013 August 7-10, 2013 September 2013 September 2013 February 2014

V. Foodservice Sub-Sector Profiles

The Philippine HRI sector sales were estimated at $4.25 billion in 2012. Restaurants were the top

contributors with $3.7 billion (87%), hotels and resorts with $377 million (9%), and catering and other food service institutions with $163 million (4%) in estimated gross sales.

Hotels and Resorts There are approximately 4,500 hotels and resorts throughout the Philippines that cater to local and international tourists. Approximately 4.5 million foreign tourists visited the Philippines in 2012, a 15 percent increase over the previous year. Since 2009, the number of foreign tourists visiting the country on an annual basis has increased by 83 percent. As roughly 30 percent of all Philippine hotel and resort transactions are accounted for by food and beverage sales, the strong growth in tourism has had a significant impact on the HRI food service industry.

Major Hotels and Resorts in the Philippines

Shangri-la Hotels and Resorts

2011 Estimated f&b Sales in US$ (millions) 51M


Sofitel Hotel Manila Peninsula Waterfront Hotels (Waterfront Cebu City Hotel and Casino, Waterfront Manila Pavilion, Waterfront Airport & Casino, Waterfront Insular Hotel, G Hotel) Manila Mandarin Hotel Waterfront Hotels

10.8 M 8.7 M 6.9 M

Boracay EDSA, Manila Makati City Mactan, Cebu Pasay, Manila Makati City Cebu City, Davao City, Mactan, Cebu Manila Makati City Mactan, Cebu Cebu City Davao City Makati City Makati Cebu Davao

6.6 M 6.5 M

Dusit Thani Hotel Crown Regency Hotels & Resorts

6.3 M 6M

Intercontinental Hotels Group (Manila Intercontinental Hotel, Holiday Inn Resorts and Hotels, Crowne Plaza Hotels and Resorts)

5.55 M

Boracay Makati City Mandaluyong City Clarkfield, Pampanga Cebu City

Source: FAS Manila Analysis based on Philippine Business Profiles 2010-2011 A more extensive list of hotels and resort in Metro Manila and key provincial cities are available at: and

Restaurants According to the 2011 Annual Survey of Philippine Business and Industry on Hotels and Restaurants, the number of restaurants (including fast-food chains, casual dining outlets, cafes and bars) grew from 72,200 outlets in 2007 to 80,000 outlets in 2011, an increase of 11 percent. It is anticipated that the number of restaurants will continue to grow by two to five percent annually as the Philippine economy continues to strengthen and major shopping malls throughout the country continue to flourish. Major Restaurants and Fast Food Chains in the Philippines 2011 Estimated Sales in US $ Outlets Name, Type, & No. of Outlets Jollibee -752 Greenwich - 204 Chowking - 381 Red Ribbon - 207 Mang Inasal - 436 Burger King - 24 293 Pizza Hut 156 Taco Bell 3 Dairy Queen - 36 131 Pancake House -51 Dencios 16 Sizzling Pepper Steak- 8 Singkit 7 Le Coeur De France 9 Kabisera - 3

Jollibee Foods Corporation

1 Billion

Golden Arches Development Corp. (McDonald's) Philippine Pizza, Inc. (Pizza Hut) International Family Food Services, Inc. (Shakey's)

251 Million 92 Million 47 Million

Pancake House, Group

22 Million

Gerrys Grill Maxs Fried Chicken Yellow Cab Food Corp. Teriyaki Boy Group

23 Million 24 Million 23 Million 15 Million 11 Million

49 126 87 36 Italianis 16 T.G.I. Fridays 15 Fish & Co. - 4

Bistro Italiano Corp.

Source: Company Websites, Top 10,000 Corporations 2010-2011

Institutions Institutions include food caterers for private and corporate functions, food operators (in schools, offices and hospitals) and airline food catering companies. A list of major food operators and catering service companies can be accessed through this site: Major Airline Catering Companies in the Philippines MacroAsia Catering Services Miascor Aviation Group Cebu Pacific Catering Services 2011 Estimated Sales in US$ (millions) 17 M Capacity (meals/day) Website: No. of Airline Customers 20


9M 2M

7,000 2,000

35 5

Source: Company Websites

VI. Product Prospects for Food Service Market Based on industry interviews, roughly 25 percent of all f&b imports flow through the HRI sector. With most analysts projecting sustained growth in the Philippine economy and the HRI sector, Post anticipates continued growth in f&b import demand through 2013 (and beyond) across a wide spectrum of products, with some of the fastest growth potential in convenience, gourmet, and healthy, natural, and organic categories.

Beef Pork Lamb Chicken and Turkey Gourmet Products

GOOD PRODUCT PROSPECTS for 2013 Wines Preserved Fruits & Pie Fillings Craft Beers IQF Fruits & Vegetables Tree Nuts Fruit & Vegetable Juices Cheeses and Dairy Products Frozen Potatoes (new cuts) Fresh Fruits and Vegetables Dehydrated Potatoes

VII. Further Information and Assistance FAS Manila is ready to help exporters of U.S. food and beverage products achieve their objectives in the Philippines. For questions, further information or for assistance in exporting U.S. food & beverage products, please contact:

Foreign Agricultural Service U.S. Department of Agriculture Embassy of the United States of America 25/F Ayala Life-FGU Building 6811 Ayala Avenue Makati City 1203 Tel: (632) 894-5363 or 894-5379 Fax: (632) 812-5430 Email: